We are looking to purchase RTP, it lists 'Web Analytics Integration' as a feature. What is this?
Marketo allows you to pull in collected RTP data to your Google analytics account for more granular analytical tracking. Below is Marketo's word-for-word intro to the topic, as well as a link to the docs with a lot more info.
"Analyze your web analytics from a new angle using direct data flow from Marketo Real-Time Personalization (RTP) to your Google Analytics (GA) account. Measure your web visits in GA according to organizations, industries and RTP campaigns. View metrics such as the types of industries or RTP segments in GA and how they perform and generate leads according to different traffic sources (social, paid, organic), analyzing click through rates on campaigns, and measuring the impact personalization campaigns have on your website. Leverage this ability to gain the maximum benefit from your RTP account"